Hispanic MarketingIn the book Latinos INC, Arlene Davila discusses and explores many of the dimensions and elements of Hispanic marketing. Early in the book he states that the Hispanic market is a multi-billion dollar industry. This market has grown tremendously and is most important in densely populated Latin cities, such as Miami and Los Angeles. In these cities the main percentage of these Latinos tends to be Cuban. Davila explains and argues many points about Hispanic marketing that bring great insight into this billion-dollar industry. Dominant ideas about the Hispanic population and how to market them are the key concepts examined in chapter two. There are many facts and fictions about marketing to Latinos as a unique and ambiguous market. Hispanic advertisements and marketing strategies take a unique approach to targeting Latinos as a whole. Marketers take the approach of targeting all Latinos as a group and base many advertising campaigns on stereotypes instead of researching Latino culture. “One result of this lack of market research was the spread of blanket assessments of the Hispanic consumer that were ultimately based on the self-image, social background, and experiences of Hispanic marketers” (59). Many advertisers target Latinos as a group of people with nearly identical appearance, culture and values. “The (Hispanic) population is continually stereotyped and constituted into an undifferentiated Hispanic consumer” (57). They don't advertise Latinos as separate people from different countries in South and Central America. Davila disagrees with this and argues that they should market differently to these people due to their cultural differences. The problem... half the paper... useful. Many Hispanics with the required prerequisites disassociate themselves from ethnic marketing. A common trend in corporate America has been to place Hispanics in community relations departments. In these departments, Hispanics have the power to “advise the company on the best business or latest festival they should sponsor, but they rarely have influence or power to direct the development of original advertising executions” (144). Hispanic agencies face a wide variety of obstacles in producing marketable Latino images. First, most agencies allocate a small portion of their budget to Latin American marketing. “A general market budget of $25 million can only allocate $1 million to the Hispanic market” (147). For this reason, most Latino advertisements have earned a reputation for being educational and aimed at introducing recent immigrants to new products..